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Copyright, ii
Preface, xxi
Chapter 1. Introducing Marketing Research, 2
What Is Marketing?, 4
The “Right Philosophy”: The Marketing Concept, 6
The “Right Marketing Strategy”, 7
What Is Marketing Research?, 8
What Is the Purpose of Marketing Research?, 9
What Are the Uses of Marketing Research?, 10
Identifying Market Opportunities and Problems, 10
Generate, Refine, and Evaluate Potential Marketing Actions, 11
Monitor Marketing Performance, 11
Improve Marketing as a Process, 12
Classifying Marketing Research Studies, 13
The Marketing Information System, 13
Components of an MIS, 15
Internal Reports System, 15
Marketing Intelligence System, 15
Marketing Decision Support System (DSS), 16
Marketing Research System, 16
Hot Topics in Marketing Research, 17
Online Marketing Research, 17
Growing Consumer/Respondent Resentment, 18
Globalization, 19
Summary, 19
Key Terms, 20
Review Questions, 20
Application Questions, 20
Interactive Learning, 21
Case 1.1 Starlight Films, 21
Case 1.2 Your Integrated Case, 22
Chapter 2. Understanding the Marketing Research Industry, 24
The Marketing Research Industry, 26
Evolution of the Industry, 26
The Beginnings, 26
Growth of the Need, 26
The Marketing Research Industry Today, 27
World Revenues, 27
The Honomichl Top 50, 28
Revenues of the U.S. Firms, 28
Competition in the Industry Is Very Keen, 28
Classifying Firms in the Marketing Research Industry, 28
Internal Suppliers, 28
How Do Internal Suppliers Organize the Research Function?, 28
Organizing the Formal Department of Internal Suppliers, 28
Organizing When There Is No Formal Department, 30
External Suppliers, 31
How Do External Suppliers Organize?, 31
Classifying External Supplier Firms, 31
Full-Service Supplier Firms, 31
Syndicated Data Service Firms, 32
Standardized Service Firms, 32
Customized Service Firms, 32
Online Research Services Firms, 32
Limited-Service Supplier Firms, 33
Challenges to the Marketing Research Industry, 35
Marketing Researchers Should Focus on Diagnosing Problems, 36
Marketing Researchers Should Speed Up Marketing Research by Using IT, 36
Marketing Researchers Should Take an Integrative Approach, 37
Marketing Researchers Should Expand Their Strategic Impact, 37
Other Criticisms, 37
Improvements: Certification, Auditing, and Education, 38
Certification, 38
Auditing, 38
Education, 41
Ethics and Marketing Research, 42
Your Ethical Views Are Shaped by Your Philosophy: Deontology or Teleology, 42
Ethical Behavior in Marketing Research, 43
Codes of Ethics, 45
Sugging and Frugging, 45
Research Integrity, 45
Treating Others Fairly, 46
Respondents, 47
Respondent Fairness, 47
Summary, 49
Key Terms, 50
Review Questions, 51
Application Questions, 52
Interactive Learning, 52
Case 2.1 Conducting an E-Mail Survey, 53
Case 2.2 Your Integrated Case, 54
Appendix A, 55
Marketing Research and Spam Surveys, 55
Appendix B, 57
Careers in Marketing Research, 57
Chapter 3. Steps in the Marketing Research Process Including Defining the Problem and Research Objectives, 60
The Marketing Research Process, 62
An 11-Step Process, 62
Caveats to a Step-by-Step Process, 63
Why 11 Steps?, 63
Not All Studies Use All 11 Steps, 64
Few Studies Follow the Steps in Order, 64
Step 1: Establish the Need for Marketing Research, 64
Step 2: Define the Problem, 64
Step 3: Establish Research Objectives, 65
Step 4: Determine Research Design, 65
Step 5: Identify Information Types and Sources, 65
Step 6: Determine Methods of Accessing Data, 66
Step 7: Design Data Collection Forms, 66
Step 8: Determine Sample Plan and Size, 66
Step 9: Collect Data, 67
Step 10: Analyze Data, 68
Step 11: Prepare and Present the Final Research Report, 68
Establishing the Need for Marketing Research, 69
When Is Marketing Research Not Needed?, 69
The Information Is Already Available, 69
The Timing Is Wrong to Conduct Marketing Research, 69
Funds Are Not Available for Marketing Research, 70
Costs Outweigh the Value of Marketing Research, 70
The Impact of Online Research and Determining the Need to Conduct Marketing Research, 70
Define the Problem, 71
The Importance of Properly Defining the Problem, 71
How Can We Beat Burger King?, 71
How Can We Win a Taste Test?, 71
Two Sources of Problems, 72
Recognizing the Problem, 73
The Role of Symptoms in Problem Recognition, 73
Types of Problems, 74
The Role of the Researcher in Problem Definition, 74
Impediments to Problem Definition, 75
Failure to Change Behavior for Problem Definition Situations, 75
Differences Between Managers and Researchers, 75
The Role of ITBs and RFPs, 76
A Process for Defining the Problem and Establishing the Research Objectives, 77
Assess the Background and the Manager’s Situation, 78
Clarify the Symptoms of the Problem, 78
Pinpoint Suspected Causes of the Symptom, 78
University Estates: An Example of the Problem Definition Process, 79
Specify Possible Solutions That May Alleviate the Symptom, 80
Back to University Estates, 80
Speculate on Anticipated Consequences of the Solutions, 80
Back to University Estates, 81
Identify the Manager’s Assumptions About the Consequences of the Solutions, 81
The Role of Hypotheses in Defining the Problem, 81
Back to University Estates, 82
Assess the Adequacy of Information on Hand to Specify Research Objectives, 82
Back to University Estates, 82
The Role of the Action Standards, 83
Formulate the Marketing Research Proposal, 85
Problem Statement, 86
Research Objectives, 86
The Role of Constructs, 86
Detail the Proposed Research Method, 87
Putting It All Together Using the Integrated Case for This Textbook, 88
Summary, 95
Key Terms, 97
Review Questions, 97
Application Questions, 98
Interactive Learning, 98
Case 3.1 Washington Suites, 99
Case 3.2 AJ Research, 99
Chapter 4. Research Design, 100
Research Design, 103
The Significance of Research Design, 103
Three Types of Research Designs, 103
Research Design: A Caution, 104
Exploratory Research, 104
Uses of Exploratory Research, 105
Gain Background Information, 105
Define Terms, 105
Clarify Problems and Hypotheses, 105
Establish Research Priorities, 106
Methods of Conducting Exploratory Research, 106
Secondary Data Analysis, 106
Experience Surveys, 107
Case Analysis, 107
Focus Groups, 107
Projective Techniques, 111
Descriptive Research, 112
Classification of Descriptive Research Studies, 112
Causal Research, 116
Experiments, 117
Experimental Design, 118
After-Only Design, 119
One-Group, Before-After Design, 119
Before-After with Control Group, 120
How Valid Are Experiments?, 121
Types of Experiments, 122
Test Marketing, 124
Types of Test Markets, 124
Consumer Versus Industrial Test Markets, 126
“Lead Country” Test Markets, 126
Selecting Test-Market Cities, 127
Pros and Cons of Test Marketing, 128
Summary, 129
Key Terms, 130
Review Questions, 131
Application Questions, 131
Interactive Learning, 132
Case 4.1 Quality Research Associates, 132
Case 4.2 Your Integrated Case, 133
Chapter 5. Accessing Secondary Data and Online Information Databases, 134
Secondary Data, 137
Primary Versus Secondary Data, 137
Uses of Secondary Data, 137
Classification of Secondary Data, 139
Internal Secondary Data, 139
Internal Databases, 139
External Secondary Data, 140
Published Sources, 140
Syndicated Services Data, 143
External Databases, 143
Advantages of Secondary Data, 144
Secondary Data Can Be Obtained Quickly, 144
Secondary Data Are Inexpensive Relative to Primary Data, 144
Secondary Data Are Usually Available, 144
Secondary Data Enhance Primary Data, 144
Secondary Data May Achieve the Research Objective, 145
Disadvantages of Secondary Data, 145
Incompatible Reporting Units, 145
Measurement Units Do Not Match, 146
Class Definitions Are Not Usable, 147
Data Are Outdated, 147
Evaluating Secondary Data, 147
What Was the Purpose of the Study?, 148
Who Collected the Information?, 148
What Information Was Collected?, 149
How Was the Information Obtained?, 149
How Consistent Is the Information with Other Information?, 149
Locating Secondary Data Sources, 150
Search Strategies Used for Searching Online Information Databases, 153
Boolean Logic, 154
Field Searching, 154
Proximity Operators, 155
Truncation, 155
Nesting, 155
Limiting, 155
Key Sources of Secondary Data for Marketers, 156
Census 2000: Census of the Population, 156
Other Government Publications, 159
North American Industry Classification System (NAICS), 159
“Survey of Buying Power”, 161
How to Calculate the Buying Power Index (BPI), 161
Demographics USA, 162
The Lifestyle Market Analyst, 163
Summary, 163
Key Terms, 165
Review Questions, 166
Application Questions, 166
Interactive Learning, 167
Case 5.1 Pure-Aqua Systems, 167
Case 5.2 Apple Supermarkets, Inc., 168
Chapter 6. Standardized Information Sources, 170
What Is Standardized Information?, 173
Advantages and Disadvantages of Standardized Information, 173
Syndicated Data, 173
Standardized Services, 174
Application Areas of Standardized Information, 175
Measuring Consumer Attitudes and Opinion Polls, 175
Defining Market Segments, 176
Providing Information on Members of the Industrial Market, 176
Providing Information on Members of the Consumer Market, 177
Conducting Market Tracking, 178
Market Tracking at the Retail Level, 180
Market Tracking at the Household Level, 183
Turning Market Tracking Information into Intelligence, 184
Monitoring Media Usage and Promotion Effectiveness, 185
Tracking Downloaded Music, Videos, and Recorded Books, 185
Television, 185
Radio, 186
Print, 187
Multimedia, 188
Single-Source Data, 189
Summary, 190
Key Terms, 191
Review Questions, 192
Application Questions, 192
Interactive Learning, 193
Case 6.1 Premier Products, Inc., 193
Case 6.2 Maggie J’s Dog Treats, 194
Chapter 7. Deciding on your Survey Data Collection Method, 196
Four Alternative Data Collection Modes, 199
Person-Administered Surveys (Without Computer Assistance), 199
Advantages of Person-Administered Surveys, 199
Disadvantages of Person-Administered Surveys, 200
Computer-Administered Surveys, 201
Advantages of Computer-Administered Surveys, 202
Disadvantages of Computer-Administered Surveys, 204
Self-Administered Surveys, 205
Advantages of Self-Administered Surveys, 205
Disadvantages of Self-Administered Surveys, 205
Mixed-Mode Surveys, 206
Advantage of Mixed-Mode Surveys, 206
Disadvantages of Mixed-Mode Surveys, 206
Descriptions of Data Collection Modes, 208
Person-Administered Interviews, 208
In-Home Interviews, 208
Mall-Intercept Interviews, 210
In-Office Interviews, 211
Telephone Interviews, 211
Computer-Administered Interviews, 214
Computer-Assisted Telephone Interviews (CATI), 214
Fully Computerized Interviews (Not Online), 216
Online and Other Internet-Based Interviews, 216
Self-Administered Surveys, 218
Group Self-Administered Surveys, 218
Drop-Off Surveys, 218
Mail Surveys, 219
Choice of the Survey Method, 220
The Survey Data Collection Time Horizon, 221
The Survey Data Collection Budget, 223
Incidence Rate, 223
Cultural/Infrastructure Considerations, 223
Type of Respondent Interaction Required, 224
Special Innovative Methods for Special Situations, 224
Summary, 225
Key Terms, 226
Review Questions, 226
Application Questions, 227
Interactive Learning, 228
Case 7.1 Steward Research, Inc., 228
Case 7.2 Your Integrated Case, 229
Chapter 8. Using Measurement Scales in your Survey, 230
Question-Response Format Options, 232
Open-Ended Response Format Questions, 232
Categorical Response Format Questions, 234
Metric Response Format Questions, 235
Basic Measurement Concepts, 235
Open-Ended Measurement, 237
Categorical Measurement, 237
Metric Measurement, 238
Why the Level of a Scale Is Important, 241
Commonly Used Synthetic Metric Scales, 243
Symmetric Synthetic Scales, 244
Nonsymmetric Synthetic Scales, 250
Whether to Use a Symmetric or a Nonsymmetric Scale, 254
Choosing Which Scale to Use, 255
Summary, 257
Key Terms, 257
Review Questions, 258
Application Questions, 259
Interactive Learning, 260
Case 8.1 Metro Toyota of Kalamazoo, 260
Case 8.2 Extreme Exposure Rock Climbing Center Faces the Krag, 261
Chapter 9. Designing your Questionnaire, 262
What Is a Questionnaire and What Steps Are Taken to Develop It?, 264
Developing Questions, 266
Four “Do’s” of Question Wording, 268
The Question Should Be Focused on a Single Issue or Topic, 268
The Question Should Be Brief, 268
The Question Should Be a Grammatically Simple Sentence If Possible, 269
The Question Should Be Crystal Clear, 269
Four “Do Nots” of Question Wording, 269
The Question Should Not “Lead” the Respondent to a Particular Answer, 269
The Question Should Not Have “Loaded” Wording or Phrasing, 270
The Question Should Not Be “Double-Barreled”, 270
The Question Should Not Use Words That Overstate the Condition, 271
Questionnaire Organization, 272
The Introduction, 273
Question Flow, 276
Precoding the Questionnaire, 282
Computer-Assisted Questionnaire Design, 284
Questionnaire Creation, 284
Data Collection and Creation of Data Files, 284
Data Analysis and Graphs, 285
Performing the Pretest of the Questionnaire, 285
Summary, 286
Key Terms, 286
Review Questions, 287
Application Questions, 287
Interactive Learning, 288
Case 9.1 Moe’s Wraps & Subs, 289
Case 9.2 Your Integrated Case, 289
Chapter 10. Determining Sample Size and the Sampling Method, 290
Basic Concepts in Samples and Sampling, 292
Determining Size of a Sample, 293
The Accuracy of a Sample, 293
How to Calculate Sample Size, 294
Variability: p times q, 295
Level of Confidence: z, 296
Desired Accuracy: e, 296
How to Select a Representative Sample, 300
Probability Sampling Methods, 300
Simple Random Sampling, 301
Systematic Sampling, 303
Cluster Sampling, 304
Stratified Sampling, 304
Nonprobability Sampling Methods, 307
Convenience Samples, 309
Judgment Samples, 309
Referral Samples, 310
Quota Samples, 310
Online Sampling Techniques, 311
Summary, 312
Key Terms, 313
Review Questions, 313
Application Questions, 314
Interactive Learning, 316
Case 10.1 Peaceful Valley: Trouble in Suburbia, 316
Case 10.2 Your Integrated Case, 316
Chapter 11. Collecting Data and Summarizing What you Found in your Sample, 318
Errors Encountered in the Data Collection Stage, 321
Data Collection Errors with Online Surveys, 321
Multiple Submissions, 321
Bogus Respondents and Responses, 322
Population Misrepresentation, 322
Types of Nonresponse, 323
Refusals to Participate in the Survey, 323
Break-Offs During the Interview, 323
Refusals to Answer Specific Questions (Item Omission), 324
Completed Interview, 324
Coding Data and the Data Code Book, 325
Types of Data Analyses Used in Marketing Research, 329
Summarizing the Sample Data, 331
Generalizing the Findings, 332
Seeking Meaningful Differences, 332
Identifying Relationships, 332
Summarizing Your Sample Findings, 334
Summarizing Categorical Variables, 334
Summarizing Metric Variables, 337
The Six-Step Approach to Data Analysis and Presentation, 342
Summary, 344
Key Terms, 345
Review Questions, 345
Application Questions, 346
Interactive Learning, 347
Case 11.1 IHOP Improvement Survey, 348
Case 11.2 Your Integrated Case, 349
Chapter 12. Generalizing your Sample Findings to the Population, 350
The Concept of Generalization, 352
Generalizing a Sample’s Findings: Estimating the Population Value, 354
How to Estimate a Population Percentage (Categorical Data), 354
Calculating a Confidence Interval, 354
Interpreting a 95% Confidence Interval, 357
How to Estimate a Population Average (Metric Data), 361
Calculating a Confidence Interval for an Average, 361
Interpreting a Confidence Interval for an Average, 363
Using the Six-Step Approach to Confidence Intervals Analysis, 364
Testing Hypotheses About Percents or Averages, 367
Testing a Hypothesis About a Percentage, 369
What Significance Level to Use and Why, 371
How Do We Know That We Have Made the Correct Decision?, 371
Testing a Directional Hypothesis, 372
Is It t or z? And Why You Do Not Need to Worry About It, 374
Testing a Hypothesis About an Average, 374
Interpreting Your Hypothesis Test, 378
Using the Six-Step Approach to Test a Hypothesis, 379
Summary, 380
Key Terms, 381
Review Questions, 381
Application Questions, 382
Interactive Learning, 383
Case 12.1 The Auto Online Survey, 383
Case 12.2 Your Integrated Case, 385
Chapter 13. Comparing to Find Differences in your Data, 388
Why Differences Are Important, 390
Testing for Significant Differences Between Two Groups, 392
Differences Between Percentages for Two Groups, 392
Differences Between Averages for Two Groups, 397
The Six-Step Process for Analyzing Differences Between Two Groups, 402
Testing for Significant Differences Between More Than Two Group Averages, 405
Why Analysis of Variance Is Preferred over Multiple Two-Group Averages Analyses, 406
The Six-Step Process for Analyzing Differences Among Three or More Groups, 411
Testing for Significant Differences Between the Averages of Two Variables, 413
The Six-Step Process for Analyzing Differences Between Two Variables, 415
Summary, 417
Key Terms, 417
Review Questions, 417
Application Questions, 418
Interactive Learning, 419
Case 13.1 The Daily Advocate Lost Subscribers Survey, 419
Case 13.2 Your Integrated Case, 420
Chapter 14. Determining Relationships Among your Variables, 422
What Is a Relationship Between Two Variables?, 425
Boolean Relationships and Cross-Tabulation Analysis, 425
Boolean Relationships, 425
Characterizing a Boolean Relationship with a Graph, 426
Cross-Tabulation Analysis, 427
Types of Frequencies and Percentages in a Cross-Tabulation Table, 428
Chi-Square Analysis of a Cross-Tabulation Table, 429
How to Interpret a Significant Cross-Tabulation Finding, 431
The Six-Step Approach to Analyzing Categorical Variables with Cross- Tabulation, 434
Linear Relationships and Correlation Analysis, 435
Correlation Coefficients and Covariation, 437
Statistical Significance of a Correlation, 439
Rules of Thumb for Correlation Strength, 439
The Pearson Product Moment Correlation Coefficient, 440
The Six-Step Approach to Analyzing a Possible Linear Relationship Between Two Metric Variables, 443
Linear Relationships and Regression Analysis, 444
Computing the Intercept and Slope for Bivariate Regression, 445
Testing for Statistical Significance of the Intercept and the Slope, 446
Making a Prediction with Bivariate Regression Analysis, 446
Multiple Regression, 449
Working with Multiple Regression, 449
Using “Dummy” Independent Variables, 451
Three Uses of Multiple Regression, 451
The Six-Step Process for Regression Analysis, 456
Final Comments on Multiple Regression Analysis, 457
Summary, 458
Key Terms, 458
Review Questions, 459
Application Questions, 460
Interactive Learning, 463
Case 14.1 Friendly Market Versus Circle K, 463
Case 14.2 Your Integrated Case, 464
Chapter 15. Preparing and Presenting the Research Results, 466
The Importance of the Marketing Research Report, 467
Organizing the Written Report, 468
Front Matter, 469
Title Page, 469
Letter of Authorization, 470
Letter/Memo of Transmittal, 470
Table of Contents, 471
List of Illustrations, 472
Abstract/Executive Summary, 472
Body, 472
Introduction, 472
Methodology, 473
Results, 473
Limitations, 474
Conclusions and Recommendations, 474
End Matter, 474
Following Guidelines and Principles for the Written Report, 475
Form and Format, 475
Headings and Subheadings, 475
Visuals, 475
Style, 475
Using Visuals: Tables and Figures, 478
Tables, 479
Pie Charts, 479
Bar Charts, 481
Ethical Visuals, 483
Presenting Your Research Orally, 483
Summary, 484
Key Terms, 485
Review Questions, 486
Application Questions, 486
Interactive Learning, 487
Case 15.1 Your Integrated Case, 487
Case 15.2 Your Integrated Case, 487
Case 15.3 Your Integrated Case, 488
Endnotes, 489
Credits, 499
Indexes, 501
Name, 501
Subject, 502
Credits, EP-1

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